Ruiter, Varrel (2024) Pengaruh Reputasi Developer, fear of missing out (FOMO), pemasaran media sosial, terhadap Keputusan pembelian sutera rasuna dengan kepercayaan merek sebagai mediasi. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) Varrel Ruiter (115210268)
(B) INFLUENCE OF DEVELOPER REPUTATION, FOMO, AND SOCIAL
MEDIA MARKETING ON SUTERA RASUNA PURCHASE INTENTION
WITH BRAND TRUST AS MEDIATOR
(C) XVII + 78 Pages, 21 Tables, 9 Pictures, 11 Attachment
(D) MARKETING MANAGEMENT
(E) Abstract: This study aims to examine the influence of developer reputation,
fear of missing out (FOMO), and social media marketing on purchase
decisions, with brand trust as a mediating variable. The research was
conducted on consumers who purchased units in the Rumah Sutera Rasuna
project, Alam Sutera. The sample consisted of 220 respondents selected
through purposive sampling. Data was collected using an online
questionnaire. The analysis method used was Partial Least SquareStructural
Equation
Modeling
(PLS-SEM).
The results
show
that
developer

reputation
and
FOMO
positively
influence
brand
trust,
while
social
media

marketing

has no significant effect. Brand trust significantly affects
purchase decisions and mediates the effect of developer reputation and
FOMO. These findings offer insight for property developers in building
brand trust to enhance purchase decisions.
(F) References 42 (1979-2024)
(G) Dr. Cokki, S.E., M.M.

(A) VARREL RUITER (115210268)
(B) PENGARUH REPUTASI DEVELOPER, FOMO, SOSIAL MEDIA
MARKETING TERHADAP KEPUTUSAN PEMBELIAN SUTERA
RASUNA DENGAN KEPERCAYAAN MEREK SEBAGAI MEDIASI
(C) XVII + 78 Halaman, 21 Tabel, 9 Gambar, 11 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini bertujuan menguji pengaruh reputasi developer, fear
of missing out (FOMO), dan pemasaran media sosial terhadap keputusan
pembelian rumah, dengan kepercayaan merek sebagai variabel mediasi.
Penelitian dilakukan pada konsumen yang membeli unit di proyek Rumah
Sutera Rasuna, Alam Sutera. Sampel berjumlah 220 responden dengan
teknik purposive sampling. Pengumpulan data melalui kuesioner online.
Teknik analisis data menggunakan Partial Least Square-Structural Equation
Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa reputasi
developer dan FOMO berpengaruh positif terhadap kepercayaan merek,
namun pemasaran media sosial tidak berpengaruh signifikan. Kepercayaan
merek berpengaruh signifikan terhadap keputusan pembelian dan
memediasi pengaruh reputasi developer serta FOMO. Temuan ini memberi
implikasi bagi pengembang properti dalam membangun kepercayaan merek
guna meningkatkan keputusan pembelian.
(F) Kata kunci: reputasi developer, fear of missing out (FOMO), pemasaran
media sosial, kepercayaan merek, keputusan pembelian
(G) Daftar Acuan 42 (1979-2024)
(H) Dr. Cokki, S.E., M.M.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 01 Oct 2025 02:58
Last Modified: 01 Oct 2025 02:58
URI: https://repotest.untar.ac.id/id/eprint/48130

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